TCF POST News Brief
LONDON — The global sportswear industry, a dominant force in the retail sector, is bracing for a period of profound transformation. According to new data from Euromonitor International, while the category is projected to exceed USD 460 billion in global sales by 2030, the path forward is marked by significant economic headwinds and structural shifts in consumer behavior.
A Sector in Flux
The sportswear industry, which accounted for more than one in five apparel and footwear products sold worldwide in 2025, continues to tighten its grip on the broader market. Euromonitor forecasts that sportswear’s share of global apparel and footwear retail sales will climb to 28% by 2030.
However, experts warn that the era of relying on “category momentum” alone is over. The industry is currently navigating a “polycrisis” environment, characterized by slower global GDP growth (projected at 2.9% for 2026), rising inflation (4.6%), and persistent geopolitical instability, including trade disruptions in the Strait of Hormuz. Because many performance textiles and synthetic materials are oil-derived, these supply chain and energy shocks pose a direct risk to production costs and profit margins.
The New Competitive Landscape
“The industry to 2030 faces uneven, polarized growth,” says Marguerite LeRolland, an analyst at Euromonitor. “Agility and sharper consumer relevance have become essential competitive advantages.”
Key drivers of this evolution include:
- Market Polarization: As cost pressures squeeze household budgets, consumers are becoming more selective. Brands must now clearly justify higher price points through a blend of technical performance, durability, or community value.
- The Rise of Wellness Ecosystems: Sportswear brands are increasingly pivoting from mere product manufacturers to providers of “health-conscious ecosystems.” By integrating services, technology, and experiences, companies are successfully tapping into the wellness priorities of higher-income consumers.
- Chinese Global Expansion: The competitive landscape is being fundamentally reshaped by the aggressive international expansion of Chinese brands. Combining affordability, speed, and advanced technology, companies like Bosideng and Urban Revivo are elevating their global status, forcing established international players to accelerate their own innovation cycles.
- M&A and Scaling: Volatility is driving a wave of mergers and acquisitions as companies seek supply chain resilience. Recent examples include Gildan Activewear’s acquisition of Hanesbrands and Anta’s strategic stake in Puma, highlighting a trend of established players seeking scale to mitigate tariff and logistical risks.
Regional Outlook: A Multi-Speed World
The growth story remains geographically diverse. While North America and EMEA remain vital for scale and profitability, the Asia Pacific region is set to be the fastest-growing market through 2030. Brands are now tasked with a dual strategy: aggressively capturing growth in emerging Asian and Latin American markets while defending mature markets from high-speed, local competitors.
In terms of activity, the “outdoor” segment—particularly in China—and the structural expansion of women’s sports are identified as the primary growth engines for the next five years.
The Bottom Line
For both sports and non-sports brands, the message from the outlook is clear: success in the coming years will depend on resilience. Companies that can successfully navigate the tension between rising operational costs and a more discerning consumer base—while effectively blending performance with lifestyle—are the ones poised to lead the industry into the next decade.
